Impact of color on marketing

TLDR

Consumers form initial judgments within 90 seconds, with 62–90 % of the assessment driven by color, which can shape moods and attitudes toward products. The study aims to clarify how color influences consumer attitudes so that managers can strategically employ color in marketing. The authors conduct a literature review of color psychology in marketing, identifying inconsistencies and evaluating color’s impact on consumer behavior. The review shows that color can be used to modulate appetite, mood, customer calmness, and perceived waiting time.

Abstract

Purpose Color is ubiquitous and is a source of information. People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colors play roles in forming attitude, it is important that managers understand the importance of colors in marketing. The study is designed to contribute to the debate. Design/methodology/approach This article reviews the literature relating to color psychology in the context of marketing, highlights inconsistencies and controversies surrounding the color psychology, and, examines the impact of colors on marketing. Findings Findings of the study are that managers can use colors to increase or decrease appetite, enhance mood, calm down customers, and, reduce perception of waiting time, among others. Research limitations/implications The direction for future research and limitations of the study are presented. Originality/value Reviews the literature relating to color psychology in the context of marketing.